CorpComms Magazine

SABMiller wanted its latest annual report to capture what it is that makes the brewing giant unique while showcasing its brand portfolio and the way it does business. The strap line 'building locally, winning globally' was created to serve as an anchor for SABMiller's success as an international brewer, which comes from the success of local brands and operations.

In a move that the judges found 'very engaging', images of SABMiller's brands are displayed throughout the narrative section, with 'Top Trump' facts such as local heritage, date of origin and taste. Full pages were dedicated to key brands, while others were assigned 'thumb print sections' in the top right hand corner.

There were also standout boxes on brands, such as stories about the Indian trial of PET bottles for Haywards5000 and the creation of Tenth and Blake Beer Company in America to take advantage of the trend for craft and import beers.

The opening section of the report, which contained a two page 'five minute read: our business in brief' and a two page 'group at a glance: our operations around the world' also proved a hit with the judges, who described it as 'clear and compelling'.

Strong colourful visuals, from SABMiller's online library that the entry described as 'capturing the moment of anticipation - just before the delight and enjoyment of consumption', also brought the sections to life. 'This was a very clear and engaging annual report,' said the judges.

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Shortlisted entries

'Well positioned for further growth.' Annual Report and Accounts 2010 - Afren - Agency: SampsonMay Design

ARM Annual Report 2010 - ARM Holdings -  Agency: Luminous

Burberry Group Annual Report 2010/11 - Burberry Group - Agency: Black Sun

GAME Group Annual Report and Accounts 2010-11 - GAME Group - Agency: MerchantCantos

Annual Report 2010 - National Express - Agency: Luminous

Annual Review 2010 - Spire Healthcare - Agency: Further